The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
)
What if the way we used sound changed? asks Laura Montarroso Daher, Founder and Executive Creative Director at Music Collective. What if more thought, more time and more insight was used to make sure the noises we hear around us were more relevant to the environments in which we hear them, and more attuned to the way we might be feeling?
Why the pricing of creativity is the industry’s most costly self-deception
Jon Williams, Founder/CEO of The Liberty Guild, bemoans the outdated models that treat an idea as labour rather than value, suggesting that, as automation increases, the human creative leap is becoming a most precious asset.
Trend watch 2026: Wellness-first creativity
Trin Basra, Executive Creative Director EMEA at Sparks, reflects on how brands can tap into consumers' new appreciation of wellness – it's increasingly not just about health, but more a sense of belonging and humanity in a turbulent uncertain world.
The evolving aesthetics of wellness culture
Once seen as niche and alternative, wellness products are now trendy, affordable, and woven into everyday life for people battling burnout. Tim Donald, Creative Director at functional drinks brand Sneak, explains how brands are reshaping their design and marketing to feel more mainstream and accessible.
Why guilt-driven January messaging is backfiring
George Bacon, Founder of GBM Group, looks into consumers’ – and even over-consumers’– increasing rejection of seasonal shame-based marketing, and suggests other ways wellness brands can cut through.
The viral spiral: Navigating risk vs. reward for your brand
While diving headfirst into online virality can bring benefits to brands, going viral isn't always a good news story. Alex Powell, CEO at Pixels, looks at the changing nature of online fame and examines the best approach advertisers can take to gaining traction without earning infamy.
Well-being: The missing department on the call sheet
We perfect what appears on screen, but the true success of a production depends on something unseen – the emotional health of a team behind it. Becky Morrison, CEO and Founder of The Light, believes that the industry’s next creative leap won’t come from better tools, but from better care for those using them.
Re-storying a world worth living in
Sustainable transformation advisor Amelie Lambert discusses the ad industry’s ‘brainprint’ – the psychological and cultural impact of marketing on society, with a focus on how our industry can cultivate stories that enable a positive future.
How Christmas ads gave a shaky nation something to hold on to
Born Social's Strategy Director Maihri Gill explains how in a year defined by uncertainty and emotional fatigue, Christmas advertising didn’t try to dazzle us. Instead, it tried to steady us, offering small pockets of familiarity and comfort when the country’s foundations felt wobbly.